The New Product Development Process

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The New Product Development Process

• Concept Screening
• February 13, 2007

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Concept Selection / Screening
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The NPD Process
Fuzzy Front End
Phase 1 Opportunity Identification and Selection
Phase 2 Concept Generation/ Ideation
Phase 3 Concept Screening Testing
Phase 4 Development
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Prioritizing Interpreted Needs

• Kano Classification (one approach)
• L Linear Satisfiers
• (The more the merrier.)
• N Neutral/Indifferent
• (No big deal.)
• M Must Haves
• (I wont buy without!)
• D Delighters
• (What an unexpected treat!)

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Kanos Model of (Non-Linear) Customer Satisfaction
Customer Satisfied
Customer Dissatisfied
See (1) Matzler, et al.., 1996,
Journal of Product Brand Mgmt (2)
Matzler and Hinterhuber, 1998,
Technovation (3) Center for Quality Mgmt
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Concept Selection

• How can the team choose the best concept (even
  though the designs are still being developed)?
• How can a decision be made that is embraced by
  the entire team?
• How can the good attributes of weak concepts
  be identified and used?
• How can the decision process be systematic?

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Selecting Concepts

• All teams use some method
• first concept considered external decision
  product champion intuition voting pros cons
  prototype test decision matrices
• Potential benefits of a structured method
  include
• objectivity in decisions
• a customer-focused product
• a competitive design
• reduced time to product introduction
• effective group decision making and coordination
• documentation of process

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Concept Screening Scoring

• Prepare the selection criteria and create the
  selection matrix
• Rate the concepts
• Rank the concepts
• Combine and improve the concepts
• Select one or more concepts

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Principles Caveats

• Decomposition of concept quality
• basic theory assumes selection criteria are
  independent and thus does not directly capture
  non-linear relationships between criterion
• Subjective Criteria
• some criteria (eg, aesthetics) are highly
  subjective the teams judgments on these
  dimensions should be supplemented with the
  opinions of representative consumers from the
  target market (perhaps using prototypes, mock
  ups)
• To Facilitate Improvement of Concepts
• the team should make notes of any outstanding (
  or -) attributes, as well as identify any
  features that might be used to improve the concept

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Step 1

• Prepare Selection Matrix What are possible
  criteria for evaluating your automotive dining
  concepts?
• Ability to meet each interpreted need
• Manufacturing costs
• Market need, growth, size
• Compatibility with firms other products/culture
• Compatibility with firms current technology
• Market competitiveness (cost to maintain
  position)

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Step 2

• Rate the Concepts
• Using a reference point
• Relative performance
• much worse than reference 1
• worse than reference 2
• same as reference 3
• better than reference 4
• much better than reference 5

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Step 3

• Rank the Concepts
• Use criteria weights (if multiple segments)
• Total score for each concept

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Next Steps

• 4. Combine and Improve the Concepts
• 5. Select One (or More) Concepts
• 6. Move on to Concept Testing
• (Next Week)

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The New Product Theorem

• All commercially successful new products are
  solutions to problems.